Toy makers are being pressured by a Swedish advertising watchdog
group to produce gender-neutral Christmas toy catalogs.
Sweden might be known for
its safe family-friendly Volvo cars, but its Christmas toy ads are
anything but family-friendly ─ by conservative standards. One of
the most socially liberal nations on the planet now mandates gender
confusion in ads geared toward youth.
If you're a parent looking to audition your son for a toy ad in
Sweden, he'll be more likely to be holding a Barbie or hairdryer
than a G.I. Joe or toy gun. And girls will be better off posing
with toy assault rifles than Easy-bake Ovens to get a spot.
This politically correct casting is done in the name of
And who is producing this new role playing? None other than
Sweden's advertising regulatory body, which has cast itself as the
eradicator of "gender stereotyping" ─ or normalcy.
Four years ago, the franchise holder for Toys R' Us and BR Toys,
Top Toy, was demonized by Sweden's advertising standards watchdog
for the "sin" of gender stereotyping in its Christmas catalog,
which was guilty of displaying boys with guns and girls with dolls
in its ads.
Today, the toy franchise that spans from Scandinavia to Northern
Europe is conditioned to see things the government agency's way.
Top Toy's Jan Nyberg told Swedish news agency Tidningarnas
Telegrambyra that her company was given "training and
guidance" from the advertising watchdog group about the way the
retailer is to steer clear of gender stereotyping in its ads.
"With the new gender thinking, there is nothing that is right or
wrong," reported Nyberg. "It's not a boy or a girl thing, it's a
toy for children."
Needless to say, the
Christmas catalog of Toys R' Us' Swedish offshoot has cleaned up
its act since 2008 and averted condemnation by ridding its content
of gender stereotyping. This year's converted issue now dons a boy
caressing a doll and a girl wielding a toy assault rifle.
Not falling under the control of Sweden's watchdog group, the
toy chain's catalog (published in Norway to the west) was able to
maintain natural gender roles in its ads, with a boy pointing a gun
and a girl cradling a doll.
Sweden measures up the
same with its neighbors to the south, as well. While the leftist
nation features a boy hairstyling in its BR Toys Christmas catalog,
its equivalent catalogs in Germany and Denmark show a girl
hairdressing instead ─ with the same toy hairdryer.
Leaving no stone unturned, the toy giant made sure its Swedish
catalog left no stone unturned, as it changed the color of a girl's
shirt to blue. The girl's shirt appears pink in neighboring
Blurring identities one word at a time
Pulling every string to make youth forget there's such a thing
as appropriate gender roles ─ or masculinity and femininity for
that matter ─ the Swedish government was busy earlier this year
manipulating the nation's official lexicon to reflect its
Understanding the power behind controlling the language,
government officials introduced a new gender-neutral pronoun into
Sweden's lexicon. They invented the word "hen" to denote a person
without any reference to gender. "Hen" comes from a cross between
"han" (he, in Swedish) and "hon" (she).
This campaign to draw society to its progressive worldview was
designed to influence virtually every age group, starting with
Coming to a city near you?
In America, the government appears to be rewriting the law
instead of the language to shift society to a leftist mindset when
it comes to gender identity.
Those not believing that the U.S. government is capable pushing
its progressive agenda on society received a reality check
earlier this week in California, when a U.S. District Court
refused to block legislation that prohibits parents from seeking
help and guidance for their gender-confused children.
SB 1172, created by California lawmakers and signed by Gov.
Jerry Brown, is argued to violate parental, religious and
Pro-family activist and SaveCalifornia.com president Randy Thomasson
contends that the alleged unconstitutional bill "bans parents from
seeking counseling for their child who thinks they are
'homosexual.'" He says "it also penalizes licensed counselors who
care enough to help gender-confused children, who have often been
molested or raped."